The company showed off the new truck Thursday at the 2013 Chicago Auto Show.

The new Tundra goes head-to-head with the current full-size truck champions, the Ford F-150 and Chevrolet Silverado.

However, chipping into those sales is no small feat. GM sells about five times as many full-size trucks as Toyota. Ford’s full-size truck numbers are about six times the sales of Toyota’s. The Ram line of trucks outsells the Tundra by about 3 to 1.

Adding to the competition, GM will soon start selling new versions of the Silverado and Sierra full-size trucks, and Ford recently showed a concept truck that hints at the next F-series.

To compete, Toyota fully redesigned the Tundra, though it’s not dramatically different from the outgoing model. Styling is similar, with more sculpted body panels that Toyota says gives the truck a more muscular appearance.

The massive chrome grille in the front is a little wider and taller than the old model. Meanwhile, the hood of the new truck is 1.6 inches taller.

Toyota plans to sell five different models of the new Tundra, starting with the SR model, which will be a basic work model.

Upgrading to the SR5 gives the buyer a little more chrome on the outside and fog lights. The Limited model includes leather seats and wood grain trim.

There are two premium models with their own distinctive leather interiors: The Platinum with black leather seats and the 1794 Ranch model, which is named after the ranch in Texas which is the site of the current Tundra factory.

The new truck goes on sale in September and pricing will be announced closer to that date.